Kay Barron, fashion director of British luxury online retailer Net-a-Porter, has announced her departure. She is launching a new video commerce creative agency called Vvend.
The new agency starts with a strategic partnership with Msamboer. This video commerce technology is used by more than 250 retail brands worldwide, including Victoria Beckham and LVMH.
In a statement, Barron explained that the creation of Vvend was inspired by her experiences leading and hosting Net-a-Porter’s livestream series. This series “became a commercial success for the platform and was popular because it allowed viewers to purchase outfits in real time.”
Vvend will specialize in innovative shoppable videos. The agency will help brands increase their digital sales, engagement, retention and growth. This is done through “sophisticated and captivating shoppertainment”.
The offering includes tailored content strategies for fashion, beauty and lifestyle. The agency also offers creative direction, live shopping workshops and complete production and optimization of cross-platform content.
In addition, the services also include hosting, talent casting and training. There is also content roadmapping, targeted launch planning, e-commerce videos, images and paid media.
As part of the partnership, Marmorer will recommend Vvend to brands looking to “launch and improve their video commerce initiatives.”
Barron said: “Vvend was born out of a shared belief with Marmorer that video commerce is not just a trend, but a fundamental shift. It affects the way brands engage with their communities and build relationships. It also shows how customers are demanding more from their online shopping experiences.”
“Together, we enable brands to create more meaningful interactions through authentic storytelling, expert product curation, entertainment and human connection.”
Maryam Ghahremani, Chief Executive Officer (CEO) at Marmorer, added: “Few people have as much direct experience with live shopping as Kay.
“We look forward to working with Vvend. Together, we will continue to give brands the tools and confidence to leverage shoppable video, an increasingly important way to reach today’s digital audience.”
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